Brand: Land O'Frost
Advertising Agency: MERGE, Chicago, IL (USA)
Production Company: Quriosity
Chief Creative Officer: Kevin Houlihan
Creative Directors: Stefanie Lyons, Dimitri Poulios
Associate Creative Director/Art Director: Brian Colbert
Associate Creative Director/Copywriter: Kevin Sheehan
Sr. Producer: Nathen Grigsby
Copywriter: Alissa Tulacro
Art Director: Jessica Burkhart
Director: Ben Weinstein
Published: May 2018
Synopsis:
A delicious lunch sandwich speaks for itself. So, creative agency MERGE decided to bring that concept to life — literally — for Land O’Frost, a sliced meats brand that is looking to make gains in the grocery aisle and disrupt the staid packaged lunchmeat category.
In the new marketing campaign, anthropomorphized sandwich ingredients show and tell how Land O’Frost Premium Sliced Meats are the budget-conscious, protein-packed choice. Their message is clear: Land O’Frost Premium Sliced Meats have no by-products, contain no added hormones and are a wholesome, affordable solution for moms.
The 15- and 30-second spots give viewers a peek into the conference room of the “Sandwich Board,” whose members are gathered to discuss sliced-meat, sales trends, partake in team-building exercises and practice a bit of stress-busting meditation. Reminiscent of a modern-day Fruit of the Loom bunch, the ingredients crack wise and drop puns. “I was spread a little thin,” explains a giant jar of Mayo that shows up late. P. Valone — a walking, talking slice of cheese — calls Land O’ Frost “the only protein I’ve ever really melted with.”
Land O’Frost is a 60-year-old challenger brand that flies under the radar. For its first-ever national advertising, it wanted irreverent, arresting work with a strong point of view. The brand also needed its core attributes — wholesomeness and affordability — to come through clearly in the work. Launching this week on network TV, cable and in syndication, the campaign is expected to reach about 91 percent of U.S. households.
The campaign — which targets moms and decisionmakers who want to feel good about what they’re feeding their families — positions Land O’Frost Premium Sliced Meats as a quality, go-to staple with the tagline, “A Slice Above.”